Kraft Foods

Kraft Foods products appear in every aisle of the supermarket, in nearly every category. The very breadth of Kraft’s product line poses certain problems in terms of how much meaning a brand can convey, and its limitations.

Lister Butler developed a branding and nomenclature system that defined standards and criteria for developing and using brand and product names, as well as for conveying the appropriate relationships between the Kraft brand and its sub-brands.

At a consumer goods company such as Kraft, in which many different brand managers make decisions on a daily basis about products and brands, it was essential to encourage consistent application of standards, while allowing for flexibility across product lines and for new products. We created a decision tree tool, which provided a logical, step-by-step process to determine the most appropriate branding relationships for Kraft products to the Kraft brand.